Cia Jogo de Cena Promo, Case study RED MOVEMENT by Momentum Sao Paulo

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RED MOVEMENT

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Brazil
Agency Momentum Sao Paulo
Creative Director Cristiane Uflakker, Adriano Cerullo
Art Director Mauricio Senise, Jorge Yoshida, Ricardo Sanchez - Rodrigo De Ontanon
Copywriter Rafael Simi
Released September 2011

Credits & Description

Category: Media, Arts and Entertainment
Advertiser: CIA JOGO DE CENA
Product/Service: THEATRE PLAY
Agency: MOMENTUM BRAZIL
President: Marcos Lacerda (Momentum Brazil)
Chief Creative Officer: Danilo Moraes (Momentum Brazil)
Online Planner: Mateus Prado (Momentum Brazil)
Creative Director: Adriano Cerullo (Momentum Brazil)
Creative Director: Cristiane Uflakker (Momentum Brazil)
Screenwriter: Pedro Monteiro (Cia. Jogo De Cena)
Screenwriter: Leonardo Neves (Cia. Jogo De Cena)
Copywriter: Rafael Simi (Momentum Brazil)
Art Director: Ricardo Sanchez (Momentum Brazil)
Art Director: Mauricio Senise (Momentum Brazil)
Art Director: Jorge Yoshida (Momentum Brazil)
Film Director: Cauê Steinberg (Fábula Filmes)
Film Producer: Jade Stipp (Fábula Filmes)
Sound Producer: Dudu Lopes (Silence Produções)
Sound Producer: Dimi Kireeff (S De Samba)
Media placement: Viral Video - Redhead Commandment - Http://www.youtube.com/watch?v=cE1qGolQar4 - 26/09/2011
Media placement: Viral Video - Redhead Nicknames - Http://www.youtube.com/watch?v=61iVGyP_2IM&feature=relmfu - 26/09/2011
Media placement: Viral Video - Redhead Facts - Http://www.youtube.com/watch?v=HuP-I_NCawA - 26/09/2011
Media placement: Twitter - Https://twitter.com/#!/osruivos - 15/03/2011
Summary of the Campaign
'Os Ruivos' is a theatre play written by 2 young Brazilian authors. They wanted to discuss prejudice in Brazil. But how could it be possible in a country where people say they don’t have prejudice, presenting a play without sponsors and advertising budget? That was our challenge.
The Situation
'Os ruivos' is an indie theatre play. Without sponsors, advertising budgets, famous actors and the support of a streaming system. The subject of the play is a difficult theme: prejudice. We had to overcome all these obstacles.
The Goal
Our main goal was to launch the theatre play without money. And we only could do it by making people on the internet and the press spread our message spontaneously.
The Strategy
We created a campaign to discuss prejudice raising an unexpected problem: redheads discrimination. So, the Red Movement launched the play in an unusual way. In short, we made redheads become a trend.
Execution
The campaign was based on internet media and physical activations. We created a website, blog, Twitter, Orkut and Facebook pages, and organised redhead meetings to discuss the 'problem'. Spontaneously, lots of redheads and people that hate bullying started to spread the message.
Documented Results
The Red Movement appeared in lots of media, including 'Programa do Jô', the most important talk show in Brazil, and “Fantástico”, the leader in audience ratings on Sundays.
'Os Ruivos' made over 200 performances, for more than 45,000 people. More than 10m people were exposed to the campaign. Spontaneous media exposure cost was the equivalent to more than 1m dollars in advertising.